老字号品牌价值提升分析——以长沙老字号品牌为例-analysis on the promotion of old brand value - taking changsha old brand as an example.docxVIP

II II Abstract China time-honored brands are valuable business asset which inherent with Chinese characteristics and contain a wealth of local traditional folk wisdom. But during collected survey data, Chinese existing old brand which is good operating only occupy ten percent, there are many reasons effecting on this condition. Among these reasons, lacking of brand culture innovation and blocking of improving brand value, are influence the healthy development of old established firm seriously. Therefore, it is imminent for China time-honored brands to enhance their brand value. In the competitive market, consumers are the roots of brand value. Only for consumer’s acceptance and through their purchasing decisions, can brand realize their value. To study the influencing factors of the brand value from the point of view of consumer’s decision-making that can provide a broader perspective for the study of brand value. If the time-honored brand wants to get consumer’s preferences, they must have a comprehensive understanding of consumer behavior and provide more products and services which can meet consumer’s demand or beyond their expected expectations. In this paper, we take Changsha time-honored brand for example. Based on theoretical conceptual model to investigate the influencing factors of China time-honored brand ‘s value. All those factors include brand awareness, reputation, trust and follow with brand. The study is based on the perspective of consumer’s decision-making theory, so in order to verify its actual effect for promoting value of the old brand, the study adds to consumer decision-making as an intermediary variable. Empirical study shows that there is a weaker positive correlation between awareness and consumer decision-making. Brand reputation, trust, and follow with brand, all those three factors have a significant positive correlation with consumer decision-making and the four factors have a significant positive correlation with brand value. The corr